Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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The Society of Indian Automobile Manufacturers (SIAM) convened its 11th Automotive Logistics Conclave today in New Delhi, spotlighting the shift toward more efficient and sustainable logistics in India’s fast-growing automotive sector.

Centred around the theme 'Enhancing Efficiencies in Automotive Logistics,' the event brought together key government officials, automotive leaders, and logistics service providers to deliberate strategies for building a resilient and eco-conscious logistics ecosystem.

Senior Railway Board official Hitendra Malhotra announced the introduction of specialised, higher-capacity railway wagons, including double-deck options tailored for SUVs, supporting increased vehicle transport needs.

Tapan Ghosh, Chairman of the SIAM Logistics Group and VP at Hyundai Motor India, noted that the sector has witnessed a 7.3% growth in FY 2024–25, attributing part of this expansion to enhanced logistics capabilities. Industry players highlighted a growing reliance on digital innovation, multimodal transport solutions, and rail-based logistics to increase efficiency and reduce carbon footprint.

S D Chhabra of Maruti Suzuki emphasised the integration of real-time tracking technologies and a broader push toward sustainability. Policy alignment and infrastructure development were also key focal points, with participation from leading firms including Mahindra & Mahindra, Ashok Leyland, Chetak Logistics, and APLL VASCOR.

The conclave reinforced SIAM’s commitment to green mobility, with discussions calling for industry-wide adoption of eco-friendly practices and regulatory coherence aligned with India's national sustainability goals.

Several logistics providers were recognised at the event for excellence in innovation and operations, underscoring the sector’s critical role in shaping the future of Indian mobility.

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The Indian Racing League (IRL) formally launched its 2025 season with a driver draft event held in Mumbai. This marked the first time a driver draft format was used in Indian motorsport, featuring the selection of 24 drivers across 6 city-based franchises, including international racers, Indian talent and women drivers.

Each team picked four drivers based on a fixed structure: one international driver, one emerging Indian or international talent, one Indian domestic racer and one female driver. Among the key names drafted were Le Mans winner Neel Jani, GP2 veteran Jon Lancaster, IRL champion Raoul Hyman and young Indian racers Ruhaan Alva, Sohil Shah and Akshay Bohra. Women racers such as Caitlin Wood, Fabienne Wohlwend and Laura Camps Torras also joined the grid, bringing diverse experience from series like the W Series, GT racing and F4.

The event also featured a joint press conference with all six team owners — including Arjun Kapoor, Naga Chaitanya, John Abraham, Sourav Ganguly, Sudeep Kichcha and Keerthivasan — who introduced their teams and outlined their plans for the season. Racing Promotions (RPPL) Chairman Akhilesh Reddy stated that the draft aimed to bring greater structure and inclusivity to Indian motorsport. The 2025 IRL season begins in August and will be held across city circuits and racetracks throughout India.

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The Federation of Automobile Dealers Association (FADA), the apex body representing automotive dealerships in the country, has released the retail sales data for June 2025, which saw a total of 2 million vehicles sold in the country, which was 4.84 percent higher YoY, but 9.4 percent lower than the previous month.

Last month, two-wheeler sales continued to be in the green with 1.44 million units sold, as against 1.38 million units sold last year. Three-wheeler sales grew by 6.6 percent, while passenger vehicle sales at 297,722 units, saw a flattish growth of 2.45 percent YoY. Tractor sales at 8.6 percent, construction equipment at 54.95 percent and commercial vehicle with 6.6 percent showed signs of healthy growth.  

C S Vigneshwar, President, FADA, said, “While two-wheelers showed some early-cycle softness, we remain confident of a robust ramp-up in the coming months as seasonal demand and targeted OEM initiatives take effect.”

He pointed out that while festival and marriage-season demand provided a boost, financing constraints and intermittent variant shortages moderated sales. Early monsoon rains and rising EV penetration also shaped buying patterns in the two-wheeler segment.

“Several dealers cited compulsory billing and forced stock lifts – often via auto-debit wholesales – leading to mandated high days of inventory aligned with festival-season targets. Overall, June demonstrated a resilient two-wheeler performance amid mixed market signals,” he noted.

In the passenger vehicle space despite elevated incentive schemes and fresh booking lent support, heavy rains and tight market liquidity impacted sales. “Some dealers indicated that certain PV OEMs have introduced compulsory billing procedures – such as automatic wholesale debits – to meet volume targets; inventory consequently stands at around 55 days. June thus painted a picture of modest but steadfast PV performance amid varied market cues,” Vigneshwar said.

The CV segment saw early-month deliveries buoy volumes before monsoon-induced slowdowns and constrained liquidity dampened inquiries and conversions. The impact of new CV taxation along with mandatory air-conditioned cabins has elevated ownership cost, alongside muted infrastructure demand.

Cautious optimism

Looking ahead, the retail body anticipates a period of mixed fortunes. Above-average monsoon rains in July, are expected to boost rural demand, particularly for two-wheelers, thanks to stronger farm incomes highlighted by an 11.3 percent YoY increase in Kharif sowing. However, intense rainfall in some regions could create logistical challenges.

Simultaneously, substantial government capital expenditure from June to August on infrastructure projects like roads, railways, metros and green energy initiatives will continue to support the CV and CE segments.

Despite these positive drivers, several headwinds remain. Evolving geopolitical tensions and potential repercussions from US tariff measures necessitate careful supplychain management and could dampen consumer confidence. Furthermore, scarcity of rare-earth materials is hindering component production, which in turn limits overall supply and retail volumes.

In the two-wheeler market, early monsoon showers and renewed rural activity have sparked interest, but heavy rainfall, component shortages and price hikes effective this month are impacting conversions. Passenger vehicles face challenges from high-base effects, a limited number of new model launches and tight financing, although festival planning and new incentive schemes offer some counterbalance. Commercial vehicles continue to contend with subdued infrastructure demand, increased ownership costs due to new taxes and mandatory air-conditioned cabin regulations, though extended order pipelines provide some relief.

Vigneshwar expects that July is likely to see a blend of agrarian tailwinds and the positive impact of school reopenings, tempered by seasonal difficulties, higher prices and liquidity constraints.

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Tata Motors, one of the leading passenger vehicle and commercial vehicle manufacturers in the country, has announced its wholesales for June 2025 and Q1 FY2026.

The company reported that its total PV sales came at 124,809 units in Q1 FY2026, down 10 percent from Q1 FY2025 on a YoY basis. Domestic PV sales, including EVs, came at 123,839 units, down 10 percent YoY. For June, PV sales came at 37,083 units, down 15 percent compared to the same period last year.

Shailesh Chandra, Managing Director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, said, “In Q1 FY2026, the passenger vehicle industry experienced volume pressures, particularly in May and June, with flat growth reflecting continued softness in demand."

"The electric vehicle segment emerged a bright spot, driven by robust growth and the launch of new EV models across OEMs, enhancing customer interest and consideration. Tata Motors reported wholesales of 124,809 units in Q1 FY2026, including 16,231 EV units, underscoring our commitment to aligning wholesale and registration volumes. EV sales gained strong momentum towards the end of the quarter with a healthy growth trajectory. The refreshed Tiago posted 16 percent YoY volume growth in Q1 FY2026 and new launches – Altroz and Harrier.ev – saw a positive market response, with their full impact expected in the coming months,” he said.

On the other hand, Tata Motors’ commercial vehicle (CV) business reported sales of 85,606 units, down 6 percent YoY for Q1 FY2026. Domestic CV sales at 79,572 units, were down 9 percent as compared to Q1 FY2025.

In June 2025 alone, total CV sales came at 30,238 units, which is 5 percent lower than June 2024. In the domestic market, the demand for Medium and Heavy Commercial Vehicles (MH&ICV) came at 12,871 units, as against  4,640 units for the same period last year. During Q1 FY26, MH&ICV domestic sales were 37,370 units as against 40,349 units in Q1 FY25.

Girish Wagh, Executive Director, Tata Motors, said, “Q1 FY26 began on a subdued note for the commercial vehicle industry with muted performance in the HCV and SCVPU segments while buses, vans and ILMCVs registered modest year-on-year growth. Tata Motors Commercial Vehicles recorded domestic sales of 79,572 units, 9.2 percent decline compared to Q1 FY25."

"However, June 2025 witnessed a sequential growth of 8 percent over May 2025. Additionally, our International Business delivered a robust 67.9 percent growth in volumes over Q1 FY25. During the quarter, we launched India’s most affordable mini-truck, the Ace Pro, offered in petrol, bi-fuel and electric powertrains, which received an encouraging market response. We enhanced driver comfort by introducing air-conditioned cabins across our entire range of light to heavy trucks. We also expanded our international footprint by entering Egypt and expanded our offerings for the Middle East North African region,” Wagh added.

Going forward, Wagh stated that with forecasts for a healthy monsoon across the country, a reduction in repo rate and renewed thrust on infrastructure development, will bring back sales momentum for the commercial vehicles segment.

Chandra too shared his optimism for the PV market and stated, “Looking ahead, while overall industry growth is expected to remain subdued, Tata Motors is well positioned to leverage its new launches to outperform across segments—including hatchbacks and SUVs, while continuing to build on the EV momentum.”

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